THE PROCESS
Building the DNA of Your Brand: From Soul to Strategy
I dig into what makes your brand tick—company culture, target audience, and even the competition. Then, I set a strategy and vision that make you stand out. I blend eye-catching visuals and strong messaging to highlight your core values. Finally, I create a unique name and visual identity, complete with logo and colors, that sets you apart. The goal? An authentic brand that's ready to grow.
1
Message & Conceptual Groundwork
Strategic Backbone:
Guided by empirical insights, our brand experts commence with a thorough investigation into the 'Four Cs': Company, Culture, Consumer, and Competition. We enter the process at its mature stage, finessing and honing the elemental Brand Vision.
Architectural Framework:
This phase is the confluence of systematic planning and inventive thinking. Alongside clients and key stakeholders, we craft a comprehensive master plan that dictates all future brand maneuvers. Within this framework, the BrandScape arises, serving as a creative foil to the initial Brand Vision. Our role often broadens to include shaping the brand's foundational beliefs and ethos.
2
Establishing Immutable Brand Tenets: At this stage, we pinpoint what we term 'brand truths'—inviolable attributes that differentiate the brand from competitors and which will stand the test of time.
Brand Attributes & Aesthetics: These are the nuanced descriptors and qualities that cascade down from the brand truths. They provide a more textured understanding of what the brand embodies. For instance, if the brand truth identifies the subject as 'Empowered,' the accompanying brand attributes might include phrases like 'Fearlessly Authentic.'
3
Visual & Verbal Symbiosis: Here, we delve deeper into what we term 'True Aesthetics,' where we pair impactful words with evocative imagery. This generates a rich tapestry of visual and verbal elements that amplify the brand's ethos. For example, the term 'Relentless' might be partnered with an image of a mountain climber ascending against all odds.
Culmination & Naming: Finally, we encapsulate the entire brand framework into a coined term or name, baptizing our Brand DNA. This name becomes the touchstone for all ensuing asset creation and messaging. Should any element fail to align perfectly with this DNA, it's back to the drawing board for reevaluation and refinement.
This robust system serves as our template for assuring clients of a meticulously crafted, holistic brand identity that evolves as needed while staying true to its core essence.
4
This robust system serves as our template for assuring clients of a meticulously crafted, holistic brand identity that evolves as needed while staying true to its core essence.
5
Ideation: In this collaborative phase, we brainstorm, sketch, and prototype a variety of creative concepts that sync with the BrandWorld and campaign goals. We refine these ideas through testing until we land on the most compelling ones.
6
Design: We crystallize the campaign's visual and verbal identity. This involves crafting a standout Brand ID and Packaging, complete with logo, typography, color scheme, and tone—tailored to resonate with the cannabis market and our target audience..
